Warner Bros. Consumer Products

Justice League

01 — Campaign Background

As Warner Bros. Consumer Products geared up for the release of the Justice League film—and the associated products, from t-shirts to sneakers to collectibles—they asked Movement Strategy to build a first-of-its-kind integrated global consumer marketing campaign. That idea grew into an international campaign that engaged millions of fans, media outlets, retailers and licensees in the excitement around Justice League products.

02 — Campaign Strategy

We also had to think globally since the movie and consumer products were available around the world, each market with different retail and licensee partners we were looking to support. Because the campaign had so many pieces to it, we felt it was important to have a centralized place where fans could go that would point them to the latest content and product information specific to their region. From this, JoinTheLeague.com was created, the digital hub for Justice League consumer products globally.

03 — Activation

Favorites include the film’s cast reacting to their action figures, influencer videos going viral, store takeover in Times Square and a custom augmented reality experience.

The campaign’s dozens of partnerships—with DC, the film’s marketing team, consumer products teams around the world, retailers like Amazon, Walmart and Hot Topic, and licensees from Funko to Gap to Mattel—resulted in hundreds of digital and experiential activations. Some of our favorites include original videos of the film’s cast reacting to their action figures; influencer videos trending on YouTube’s featured pages and racking up millions of organic views; a Join the League takeover of AT&T in Times Square; and immersive augmented reality experiences that allowed fans to navigate Batman’s Flying Fox air transporter and take photos with The Flash, Aquaman and Batman.

In addition, we activated through a website hub translated into 12 languages, global email marketing campaigns, gamified sweepstakes, Facebook advertising and custom content created for various global audiences.

04 — The Results

This campaign hit our main digital and social KPIs around impressions, engagements, website traffic, subscriber growth and press. But it did so much more than that for the ongoing success of Warner Bros. Consumer Products — it helped to establish a blueprint for how the organization can create an overarching campaign that is rolled out through coordinated efforts across regions, licensees and retailer partners.